1. The Marketing Plan
SITUATION ANALYSIS
(SWOT)

2. S W O T Strengths Weaknesses Opportunities and Threats
The Marketing Plan
The Situation (S.W.O.T.) Analysis
The situation analysis provides information that is helpful in matching an organization's resources and capabilities to the competitive environment in which it operates by reviewing four key factors pertaining to the company’s current market situation
Strengths
Weaknesses
Opportunities and
Threats S W O T

3. S W O T Strengths (internal attributes of an organization that
The Marketing Plan
The Situation (S.W.O.T.) Analysis
Strengths (internal attributes of an organization that
are helpful to achieving the objective)
Resources and capabilities that can be used as a basis
for developing a competitive advantage S W
Weaknesses (internal attributes of an organization
that are harmful to achieving the objective)
Qualities that give a business a competitive disadvantage O
Opportunities (external attributes of the environment
That are helpful in achieving the objective)
Events that could facilitate company profit and growth T
Threats (external attributes of the environment
That are harmful in achieving the objective)
Events that could have a negative impact on the company

4. Situational (S.W.O.T.) Analysis
The Marketing Plan
Situational (S.W.O.T.) Analysis
Helpful
to Achieving the Objective
Harmful
Internal Origin
(attributes of you/organization)
Strengths
Weaknesses
External Origin
(attributes of environment)
Opportunities
Threats

5. Examples of strengths include:
The Marketing Plan
The Situational (S.W.O.T.) Analysis S
Strengths
Resources and capabilities that can be used
as a basis for developing a competitive advantage
Examples of strengths include:
Patents
Strong brand names
Positive reputation among customers

6. Examples of weaknesses could include:
The Marketing Plan
The Situational (S.W.O.T.) Analysis W
Weaknesses
Qualities that give a business a competitive disadvantage
Examples of weaknesses could include:
Lack of patent protection
Weak brand name
Poor reputation among customers
Lack of resources
Inadequate distribution channels

7. Examples of opportunities could include:
The Marketing Plan
The Situational (S.W.O.T.) Analysis O
Opportunities
Events that could facilitate company profit and growth
Examples of opportunities could include:
An unfulfilled customer need
Arrival of new technologies
A niche that has not yet been exploited
Mergers
Entry into new markets

8. Examples of threats could include:
The Marketing Plan
The Situational (S.W.O.T.) Analysis T
Threats
Events that could have a negative impact on the company
Examples of threats could include:
Shifts in consumer tastes away from company products
Emergence of new substitute products
Government regulation

9. The Marketing Plan
The Situational (S.W.O.T.) Analysis
As a hypothetical example, let’s say you were conducting a SWOT analysis for an apparel
and footwear company competing with companies like Nike, Adidas and Under Armour for market share

10. Strengths might include:
The Marketing Plan
The Situational (S.W.O.T.) Analysis S
Strengths
Resources and capabilities that can be used
as a basis for developing a competitive advantage
Strengths might include:
Steady and consistent growth in profits
Innovative new technology (lightweight, stretchable (fabric) that increases consumer performance
Products tied to effective endorsement campaign (Serena Williams wears your new technology during games)

11. Weaknesses might include:
The Marketing Plan
The Situational (S.W.O.T.) Analysis W
Weaknesses
Qualities that give a business a competitive disadvantage
Weaknesses might include:
1. Too much reliance on sales of products online and not enough in retail environments
2. Low brand awareness
3. Dependency on sales of apparel products with a track record of limited growth in footwear (75% of total sales come from the apparel category)

12. Opportunities might include:
The Marketing Plan
The Situational (S.W.O.T.) Analysis O
Opportunities
Events that could facilitate company profit and growth
Opportunities might include:
Well defined objectives with company-wide support (everyone in the company is behind the goal of increasing footwear sales)
Positive industry outlook (forecasts call for substantial growth in the footwear and apparel markets for the next three to five years)
Positive association with endorsers (Serena Williams’ popularity is extremely high and she uses your product and will be featured in an upcoming campaign promoting the brand)

13. Threats might include:
The Marketing Plan
The Situational (S.W.O.T.) Analysis T
Threats
Events that could have a negative impact on the company
Threats might include:
Competitors launching new, similar product (Puma is launching a similar lightweight, stretchable fabric
apparel line in the upcoming year)
Rising raw material prices (the cost of producing products will rise)
Poor economic conditions (consumers are spending less)

14. SITUATION (S.W.O.T.) ANALYSIS TEAM ACTIVITY – MONDAY, OCT 29th
The Marketing Plan
Get into groups of 3 or 4 people
Choose a company and complete a S.W.O.T
analysis of your chosen company using the
template provided in Google classroom
Be prepared to share your answers at the beginning of class on Tuesday

15. SITUATION (S.W.O.T.) ANALYSIS INDIVIDUAL ACTIVITY
The Marketing Plan
Complete this activity on your own
Complete a personal S.W.O.T. analysis using
the template provided in Google classroom
Submit your personal S.W.O.T. analysis to Google classroom by the end of class on Tuesday